台灣產物保險業之旅遊平安保險市場探討

國內旅遊概況依交通部觀光局調查資料顯示，2018 年國人國內旅遊比率為 91.2%，平均每人國內旅遊次數為8.09次，2018年國人國內旅遊次數總計1億7,109萬旅次，較 2017 年減少 6.74%。在國人出國人次方面，2018年國人出國人數為16,644,684人次，相較於 2017年，出國人數增加6.32%。2018年國人出國至亞洲地區最多，成長率為3.99%，尤其以至大陸增加24.4萬人次最多。就出國目的地占比觀察，歷年來皆以亞洲地區所占比率最高，2018年占整體出國人數之 91.04%，其餘比率皆在5%以下。交通部觀光局行政資訊系統國人出國人數觀光業務統計，2018年累計1至12月國人出國計1,664萬4,684人次，比去年成長6.32%。去年出國人次排全球第10，根據萬事達卡公布的最新調查報告「全球目的地城市指數」，2018年全球觀光客有過夜的200大城市中，來自中國、南韓、日本和台灣的觀光客就占旅遊支出的18.5%，高於10年前的11%，凸顯亞太地區民眾越來越喜歡出國旅遊。這份報告發現，在2018年全球觀光客有過夜的200大城市中，以美國觀光客人次居最多，占全球比重的9.9%；然而，過去10年亞太地區出國旅遊的人次明顯增加。2018年中國（不包括香港和澳門）出國旅遊的人次占全球的9%，該國的排名由2009年的第7升至第2。南韓和台灣都首次擠進前10名，出國旅遊人次分別占全球的3.4%和2.3%；日本則占3.1%，排名由第5跌至第7。在總旅遊支出部分，中國占9.6%，美國以9.2%緊追在後。去年全球出國旅遊人次最多的10個國家，依次為美國、中國、德國、英國、法國、南韓、日本、加拿大、俄羅斯、台灣。根據交通部觀光局統計，2018年台灣出國旅遊人數超過1664萬人次，以前往日本482萬人次最多。由此可見旅遊保險，已成為人們出國旅遊生活保障不可缺少的一部份；且隨著國人對保險信息的發展、成熟和完善，接受度高具有重大的現實意義。本研究探討台灣地區產物保險業之旅遊平安險市場的簡單概述，並針對國人旅遊光觀提出相關保險建議：旅行平安險商品要更多元、提供業務員便利簽單投保系統及行銷獎勵、強化網路投保及網路要保管道、針對國內民宿網或訂房網連結建立共享投保平台、運用大數據科技差異化行銷。

關鍵字

旅遊平安保險；旅遊保險；國內旅遊次數；國人出國人次；產物保險

並列摘要

Overview of domestic tourism According to survey data from the Tourism Bureau of the Ministry of Transport, the domestic tourist ratio was 91.2% in 2018, and the average domestic tourist per person was 8.09. Annual reduction of 6.74% compared to 2017. Overview of Outbound Passengers In terms of the number of Taiwan People outbound tourists, the number of Taiwan People outbound tourists in 2018 was 16,644,684, which is an increase of 6.32% compared with 2017. In 2018, Taiwan people went abroad to Asia the most, with a growth rate of 3.99%, and especially the mainland increased the most by 244,000. Observing the proportion of overseas destinations, the Asian region has the highest proportion over the years. In 2018, it accounted for 91.04% of the total number of people going abroad, and the remaining ratios were below 5%. According to the statistics of the number of Taiwan People tourists going abroad in the administrative information system of the Tourism Bureau of the Ministry of Transportation and Communications (MOTC), the total number of Taiwan People tourists going abroad from January to December was 16,664,684, a year-on-year increase of 6.32% in 2018. Last year, the number of overseas travelers ranked 10th in the world. According to the latest survey report released by Mastercard, "Global Destination Cities Index", among the top 200 cities with global tourists in 2018, tourists from China, South Korea, Japan and Taiwan accounted for 18.5% of tourism spending, up from 11% 10 years ago, highlights that people in the Asia-Pacific region are increasingly preferring to travel abroad. The report found that of the top 200 cities in the world that had overnight tourists in 2018, the United States had the second largest number of tourists, accounting for 9.9% of the world's total; however, the number of overseas tourists in the Asia-Pacific region has increased significantly in the past 10 years. In 2018, China (excluding Hong Kong and Macau) accounted for 9% of the world's tourist trips, and the country's ranking rose from 7th in 2009 to 2nd. Both South Korea and Taiwan squeezed into the top 10 for the first time, with 3.4% and 2.3% of the world's tourist trips respectively; Japan accounted for 3.1%, falling from 5th to 7th. In terms of total tourism expenditure, China accounted for 9.6%, and the United States followed closely with 9.2%. The 10 countries with the largest number of overseas travels last year (2018) were, in order, the United States, China, Germany, the United Kingdom, France, South Korea, Japan, Canada, Russia, and Taiwan. According to the statistics of the Tourism Bureau of the Ministry of Transport and communications (ROC), in 2018, the number of overseas tourists in Taiwan People exceeded 16.64 million, with the largest number of 4.82 million traveling to Japan. This study shows that travel insurance has become an indispensable part of people's protection of travel life abroad. With the development, maturity and improvement of insurance information to Taiwan people, high acceptance has great meaning both in theory and reality. This study will research a brief overview of the tourism safety insurance market in the product insurance industry in Taiwan, and propose related insurance solutions to unexpected situations to avoid risks in tourism for Taiwanese: Travel insurance products should be more diversified, provide salesmen with convenience to sign the insurance system and marketing incentives, strengthen the online insurance and online insurance channels, establish a shared insurance platform for domestic homestay or reservation network links, and use big data technology to differentiate Marketing.